COMPANY PROFILE
FRED.\ HOLIDAYS
Dave Richardson looks at the recently launched, broad-based operator that’s strongly targeting trade sales
Why is it in the news? Fred.\ Holidays was launched in April 2013 by Fred. Olsen Travel, but confusingly has no direct connection with Fred. Olsen Cruise Lines. It was set up after the closure of Dertour’s UK operation left a gap in the market for holidays to Germany and central Europe. Over the past year, the company has been developing its cruise portfolio and has recently launched a new sub-brand, Fred.\ Expeditions, through which it has made a range of adventure cruise operators available to agents, often for the first time. Tese operators include G Adventures, Hur- tigruten, Quark Expeditions, Oceanwide Expeditions, Poseidon Expeditions, Lindblad Expeditions and Silversea Expeditions, with a strong focus on the polar regions. Fred.\ Expeditions managing director Steve Williams says:
“Expedition cruises offer once-in-a-lifetime experiences and enable those interested in adventure, wildlife and photography to visit the extremes of the earth in a safe and accessible way. Our expeditions can venture deep into the Arctic Circle, into the heart of the Antarctic Peninsula and even all the way to the North Pole.”
What else is it doing? As well as selling tailor-made holidays and city breaks to Ger- many and central Europe, plus river cruises, Fred.\ Holidays has a particular focus on the Hotel Jardin Tecina in La Gomera, a lesser-known Canary Island reached via Tenerife (Fred. Olsen owns the hotel and runs ferry services in the Canaries). Last year, it was appointed UK general sales agent of Spanish cruise line Pullmantur, whose five ships operate all-inclusive cruises cover- ing destinations such as the Arctic, Baltic, Black Sea, Caribbean, Greek islands, Mediterranean, Northern Europe, Norway, South America and across the Atlantic. Te head of Fred.\ Holidays, Geoff Ridgeon, explains: “Pull-
mantur had previously only been sold in the UK at a very low level. Te main departure points are Marseille and Barcelona, with agents having plenty of opportunities to sell cruise-and- stay holidays. We’re making it easy for agents by taking out non- commissionable elements such as tipping and drinks.” Ridgeon also believes there’s still an opportunity for agents
to sell city break packages with departures by air and also rail, despite the dominance of no-frills airlines. “Tere’s a perception it’s easy for people to put together cheap short breaks them- selves, but there’s also demand for immersive experiences where you take in more of the culture — lesser-known beer festivals and Christmas markets, for example. We’re true specialists in central Europe as well as Germany.”
countrybycountry.com
Who are its main competitors? No other operator in the UK market offers Fred.\ Holidays’ range of land and sea holidays, which can be tailor-made and com- bined. However, it has plenty of competition for river cruises, and a few other operators, including Hurtigruten, sell expedi- tion cruises through agents. All Fred.\ Holidays’ products are designed with variation in mind — meaning if a customer goes on a city break, there’ll be another product for them to experi- ence the next time, such as a river cruise or a winter sun holiday — all available from the same brand.
How does it work with the travel trade? Fred.\ Holidays has worked closely with the trade since day one, with a dedicated team at its Ipswich office providing support, incentives, fam trips and training to agents. Ex-Dertour head of sales Lawrence Peachey is sales manager of Fred.\ Holidays, while separate sales teams operate for Fred.\ Holidays and Pullmantur. Te launch of Expeditions means new agents are being recruited.
What is its target market? Customers are typically 50-plus, but include some families with older children. With changes to pension schemes meaning some older people have plenty of cash to spare, more interest is expected in expedition cruises for one-off retirement experiences.
What challenges does it face in the future? Fred.\ Holidays’ success depends on communicating the breadth of product it’s offering. Te operator is working hard to build up brand awareness and trust with the travel trade, to ensure its key specialities are clearly communicated and understood.
TIMELINE
1848: The three Olsen brothers start a shipping company in Norway. 1988: Fred. Olsen Travel is formed in the UK, acting as general sales agent for cruise lines as well as being a general travel agency.
2012: Closure of Dertour’s UK operation. 2013: Fred.\ Holidays is launched. 2014: Fred.\ Expeditions makes its debut.
fredholidays.co.uk fredexpeditions.co.uk
February 2015 ABTA Magazine 25
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